Solutions to the Most Important Content Marketing Questions

What is the difference between “owned” and “native” content or media? Which one is considered better?

Simply put owned content is any original content with a brand’s name or stamp on it. Native advertising is publisher-produced brand content, and it is similar in concept to a traditional advertorial, which is a paid placement attempting to look like an article. Formats for native advertising include promoted images, articles, videos, commentary, music and other media.

It’s difficult to determine whether owned or native content is better than the other because they perform different purposes and ideally it would be best if they were used together. Constructing an audience is difficult and even brands with their own audience will want to reach different audiences with whatever their message may be. Sponsored content is a great way to bring a brand to an already renowned and dependable platform.

Why can’t I just developed my own media?

It’s very hard telling which one of these methods are the best to use, because they serve different purposes. I am not going to directly tell you which one is better, as I mentioned before, but I’d rather clear a few myths about them.

Owning channels and content are important, but they are usually not enough to support your business. Small businesses often lack reach and scale in their owned channels. Native advertising can extend your reach. In order to be successful, you’ll need to keep a balance. People often believe that paid media is the most expensive kind of media. However, most small business owners underestimate the cost of marketing that happens in-house.

What is the worth of a long-term content strategy compared to a campaign-by-campaign approach?

Unfortunately, there are no shortcuts in the world of content marketing. Patience and time is needed to evolve an adequate editorial strategy. Usually it is evolved through trial and error in order to build a sort of “dependant” trust with your readers. That is why there are agencies and custom-content studios run by publishers that are compelling brands to commit to a content push of at least a few months, and recommendably longer.

Who should your audience be?

In order to find the audience suited for your product/brand there are a few questions you have to ask yourself. Who wants/needs your product or service? Does your audience share similar values? Or rather, who shares similar values?
These questions don’t sound very difficult, but answering them might be more complicated than you wouldd think. Just remember that the answers of the questions will differ in every business and you should seek help from professionals if you don’t have a colleague with experience.

How does one make the voice of their brand evolve?

Gratifying, optimistic, smart, sarcastic – whatever your tone of voice may be, remember to be persistent and consistent. Think about how you want to approach your audience, choose a tone or an angle and stick with it. It’s not about what you say, but rather how you say it.

How much content should my business/brand produce?

A lot…it is literally as simple as that. In order to establish trust in readership, a brand should publish quality content. Every brand has another “formula” that is unique and successful. If you are just starting out though, look at key engagement metrics to determine what’s attracting the readers; engaged time, average finish time, shares and return visits. You should constantly be testing new approaches in order to improve. That will be the approach of future branding.

How do I get more people to find my content?

Finding a “super connector” is one of the fundamental principles and also one of the first steps to creating an established audience for your brand. A “super connector” can refer to a person or platform. You should keep in mind that you should produce content that will keep the “super connector’s” audience happy – in order to keep the “super connector” happy. Therefore you have to offer unique and valuable content. If your content is of good quality that will lead to trust then your audience will be more likely to support you when you decide to create your own platform.

What are the benefits of outsourcing your content creation?

Outsourcing can save you money if you decide to hire a reputable writing agency to create content for your content marketing plan. You’ll save money on employee benefits, seasonal work, and other specific projects. Outsourcing can also save you time. The best writing agencies deliver high-quality work in a short amount of time. It also allows you to complete multiple projects at a time while focusing on other important tasks.

Is it worth the time and money to hire skilled journalists, instead of cheaper writers and copywriters for your branded content?
Absolutely. Brands are competing with each other and established media powerhouses for the spotlight. Talent is needed to compete, therefore writers with experience, passion, and talent are invaluable. You would much rather look for quality when it comes to content.

How do you attract people to notice your content on your website?

The right strategy will depend on what you are selling, but providing value through your content can boost the appeal of your product. The smarter strategy would be to integrate editorials with your products themselves. The story can’t only be about the product.

The first step would be to attract your audience by offering them stories they can relate to. Next, you would want to offer stories about the company and the customer (to get more personal). The third step would be to offer stories concerning the product. The people who are still interested at this level, will most probably become customers of your brand.

Where should I place my resources in an article?

When you are offering a lot of resources, do so at the end of a story in order to prevent distracting the reader. When there is a link of resource that is very important, include it, just don’t include unnecessary links and resources. Whenever your story contains a reference of a brand name in your article, always try and link it within the text. This may increase your SEO ranking.

What is thought leadership and is there value in it?

Thought leadership would be the number one goal for “Power To Be Found’s” clients. A thought leader refers to the informed opinion of leaders and go-to people in a specific field of expertise. They are the trusted sources whom inspire with their innovative ideas, their ability to turn ideas into reality, and their knowledge to replicate their success. They are changing the world in meaningful ways and engage others to join their efforts. The value of being a thought leader can include being a competition killer, profit enhancer, talent magnet and a sales force morale booster. Thought leadership is all about branding. If your brand is intelligent, that is exactly how you want to self-style.